Pursuing timeless leisure in a clothing and homewares brand.
Casaprima is a personal project. A clothing brand that started as a homewares brand. A place to explore the idea of timeless objects and graphics. A way to make things that exist in the world rather than just on a screen.
With full control over creative direction and product, we tackled everything from naming, logo, graphic design, web design, copywriting, photography and more.
The goal was to keep the budget tight and the brand assets simple while still building a powerful, emotional brand with room to grow.
Casaprima started out as a homewares brand, selling refurbished public domain art, rugs, and pottery. Knowing that it was early days and that things could change, we created a name that conveyed more of a feeling than the explicit detail of what the brand sold. With "Casa" meaning "house" and "Prima" meaning "first" / "main" / "lead", there's obvious clues about the origin of the business. But ultimately, it's about the beauty of the word "Casaprima" when spoken and seen, and the imagery that a Mediterranean sounding name instantly evoked.
Casaprima needed a way to stay in touch with customers even between product releases. Given that music is such a huge inspiration for the brand's look and feel, a music newsletter fit the bill. Casaprima shares new and old songs daily on its Instagram and sends out a regular newsletter that curates 5 of the best songs that came out that month.
Casaprima's brand direction sits in a specific aesthetic place. Mediterranean and tropical, inspired by vintage graphics and photography; not retro, but classic. "Timeless Leisure" exemplifies the Casaprima look and feel. It's the memento brought back home from an unfamiliar place. It's the island gift shop t-shirt from a decade you can't place. It's a postcard found tucked in the back of a well-worn photo album. It's the warm breeze on your face and the cold cocktail in your hand.
We collected hundreds of reference images from across time and space to zero in on the Casaprima feeling. We hope you feel it too.
